Distinguish Yourself From Your Ad Agency’s Competition to Drive New Business
Aggregating or disaggregating your services could be the key
Too often marketers complain that agencies are alike, that their services are a commodity.
As frustrating as this may be, Kaihan Krippendorff argues in a recent Fast Company article that
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In an arena of sameness, you will find it extremely difficult to gain the traction needed to be positioned as an expert, distinguish yourself, your agency and create appeal. Your blogging efforts wont have much credibility and you’ll miss a great opportunity to generate new business.
This is a good article with a lot to think about. I have a really hard time swallowing the “agencies don’t value strategy” line. I’m either naive (quite possible) or I’ve been lucky enough to not be in one of those agencies. I know you said it was a blanket statement … anyway. I’m definitely curious to see how small agencies can even operate under these structures. Seems like good relationships between groups will be key.
Read more: http://whatconsumesme.com/2010/posts-ive-written/who-says-the-future-needs-an-advertising-agency/#ixzz1ezY2d911
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In simple terms, aggregate planning is an attempt to balance capacity and demand in such a way that costs are minimized. The term “aggregate” is used because planning at this level includes all resources “in the aggregate;” for example, as a product line or family. Aggregate resources could be total number of workers, hours of machine time, or tons of raw materials. Aggregate units of output could include gallons, feet, pounds of output, as well as aggregate units appearing in service industries such as hours of service delivered, number of patients seen, etc.